Brand valuation face-off – debating the merits of ranking tables

By Christof Binder and David Haigh

A passionate debate has erupted over the publication of brand valuation ranking tables. We brought two of the most high-profile parties together to state their cases and gave each an opportunity to respond. The result is thought provoking and, unsurprisingly, heated

Earlier this year,trademark database manager Markables publicly called on the brand valuation industry to cease publishing ranking tables. It argued that the “fast-increasing number of ranking reports released in early 2017” had prompted it to speak out about why this could be misleading or even harmful. Unsurprisingly, this call only escalated the war of words over the methodology of brand rankings – with valuers, brands and the media in the crosshairs.

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Issue 72